ZoomInfo Intent finds companies with above-average web browsing activity on topics vital to your business. When buyers have pain points, they visit websites, read articles, and download ebooks — an online activity that our Intent solution tracks and curates in the ZoomInfo platform.
With this data, your go-to-market teams can identify prospects just as they're searching for solutions like yours —perhaps even before they’ve engaged with sales or marketing channels. This allows you to take action immediately when the topics are still top of mind so that you can hit your number faster than ever.
INTENT
- What Is Buyer Intent Data?
- Where Does Buyer Intent Data Come From?
- How Do You Use B2B Intent Data?
- Real-Time vs. Streaming Intent Data
- Best Practices for Choosing Topics
- Taking Action With Intent Data
What Is Buyer Intent Data?
“In theory, the digital footprint that B2B buyers create may actually be bigger, or at least have more depth and breadth. So, why is it easier for a small oral delivery service to target a B2C buyer online than, say, a 1,000-person data security company that provides its services exclusively to financial services companies based in the United States?”- Henry Schuck, CEO ZoomInfo in Forbes
So how do you intercept buyers in the early part of their journey?
The average B2B buyer is mostly through the buyer journey before they ever engage with a salesperson. How do you ensure they don’t y under the radar and end up with a competitor in the end? You use intent data.
Read on to learn how sales and marketing teams are using it to beat competitors to the door,and shortcut a long sales cycle.
What is Intent Data?
“Intent data” is online behavior-based activity across the internet (not just on your website)that links buyers and accounts to a topic.
This buyer activity includes:
- Downloads of whitepapers, case studies, tech publications
- Website visits
- Product reviews
- Time on website pages related to industry topics
- Online subscriptions to newsletters and updates
- Views of infographicsAttendance of webinars
- Spikes in content consumption on a given topic
When buyers have pain points, they visit websites, read articles, download ebooks and whitepapers – and generally rack up a lot of digital footprints as they consume content across the internet. (B2B buyers – they’re just like the rest of us!)
Organizations that can collect and use online data – behavioral signals – are able to reach buyers much earlier in the process, guiding the decision-making process before a competitor even knows about their prospect’s interest.
But most of the time, the first salesperson through the door wins the business.